1. Informing
4th element of selling

2. Knowledge allows a sales person to work smarter, not harder
Knowledge allows a sales person to work smarter, not harder. Just a little extra effort before a sale can change the entire tone of the discussion.

3. Reinforcement Theory Explanation of Theory:
Attitude changes result from an opinion change produced through reinforcement in areas such as attention, comprehension and acceptance.
Individual Interpretations:
Attention, comprehension and acceptance are considered by the audience before a new opinion is adopted.  The message must be attention-getting and easy to understand. More importantly, it must be presented in a way that reinforces the idea's validity.

4. Break Down
Idea?
Attention?
Comprehension?
Acceptance?

5. How do I get someone’s attention as a sales person?
Know what you’re talking about!

6. What do I need to know? Company Product
What corporation owns Sunglass Hut?
When was it founded?
How many locations?
Product
General and Specific
How are they made?
What are the benefits of owning the product?

7. Important Research Types of Sunglasses UV Rays Information
What is the glass made for?
UV Rays Information
What are the harmful affects? Short and Long term?
Scientific Elements
What is polarization?
What is photo chromic?
Cosmetic
What frames look good on what people?

8. How do I make them comprehend what I’m saying?
Talk on their level!

9. Principle of Comprehension
Show how the proposed product can fit into and improve the customer’s activity.
The more specific a sales person can be about this, “fit,” the better and more compelling the sale will be.

10. How do I make them accept the information I’m giving them?
Be direct!

11. Principles of Acceptance
Offer a direct solution to their problem.
Don’t ramble!